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PLANO, TX (April 25, 2013) - jcpenney [NYSE: JCP] will soon be making a bold accessories statement by introducing The Bijoux Bar at JCP, a unique presentation within fine jewelry that features a shining array of fashion jewelry collections from top designers including Kenneth Jay Lane, Kara Ross, Lana Bramlette, Dominique Cohen, Doris Panos, Rodrigo Otazu and Diego Massimo. Taking its inspiration from the French word for jewel, The Bijoux Bar will showcase each designer's collection on sophisticated black fixtures within the fine jewelry department. The Bijoux Bar at JCP will debut in 650 stores on April 28 with representation from each collection already available on jcp.com. Ranging in price from $30 for hexagon disc earrings designed by Lana Bramlette to $395 for a special occasion necklace designed by Kenneth Jay Lane, the average piece in The Bijoux Bar retails for $65.

"The Bijoux Bar at JCP will be unlike anything we've ever offered. For the first time, jcpenney customers will be able to shop an affordable selection of high quality fashion jewelry from designers who are typically found in high-end department stores," said Pam Mortensen, senior vice president and general merchandise manager of fine and fashion jewelry, jcpenney. "At The Bijoux Bar, there will be something for women of every age, for every occasion and for every sense of style."

KJL by Kenneth Jay LaneKnown for elegance and luxury, Kenneth Jay Lane has designed jewels worn by celebrities for over 40 years. In his latest collection, KJL by Kenneth Jay Lane, the designer has created over 80 styles of necklaces, bracelets, earrings and rings featuring plated brass, glass and resin. Created for everyday wear, and available at jcpenney within The Bijoux Bar, the pieces range from $35 to $150. Kenneth Jay Lane will also offer a second collection at jcpenney, CZ by Kenneth Jay Lane. This special occasion line offers over 65 styles of sparkling cubic zirconia jewelry priced from $55 to $395.

"I've always designed with the philosophy that elegance, good taste and luxury never go out of style. I like to create jewelry that can be worn by any woman and through my partnership with jcpenney, I was inspired to create a line that makes extraordinary design attainable for all," said Kenneth Jay Lane, designer.

10021 Kara RossAs a certified gemologist, Kara Ross uses raw precious stones and diamonds throughout her collections, often seen on celebrities. Her newest line, 10021 Kara Ross, uses these gems as inspiration and is created from 18-karat gold-plated brass, glass and resin featuring an ice blue and sea green. Available exclusively at jcpenney within The Bijoux Bar, the collection offers over 40 styles of necklaces, bracelets, cuffs, earrings and rings priced from $45 to $225.

Downtown by LanaCelebrity-favorite Lana Bramlette has designed a city-inspired collection exclusively for The Bijoux Bar within jcpenney. Downtown by Lana features over 60 fashion-forward styles with highly polished plated brass and crystals. Priced from $30 to $75, the collection includes necklaces, earrings and bracelets.

dom by dominique cohenWhile her high-end designs are often seen in TV, film and the red carpet, Dominique Cohen has created an affordable, exclusive line for jcpenney offering chic, feminine and fun lifestyle pieces for women of all ages. dom by dominique cohen features over 60 styles of necklaces, bracelets, earrings and rings created from plated brass, glass pearls, custom dyed hand torn silk ribbons and custom cut gems. The collection is priced from $30 to $95.

Additional Bijoux Bar DesignersThe Bijoux Bar also features additional exclusive designer collections including: Telio! by Doris Panos, fashion jewelry with a Mediterranean twist priced between $45 and $130; Rodrigo-Brave, designed by Rodrigo Otazu and inspired by art, music and different cultures priced between $55 and $395; and Diego Massimo, bold, beautiful Italian jewelry priced between $75 and $195. While most of the lines in The Bijoux Bar will be in 650 jcpenney stores, Rodrigo-Brave will be in 150, 10021 Kara Ross will be in nearly 450 and Diego Massimo will be in more than 250.

About jcpenney:More than a century ago, James Cash Penney founded his company on the principle of the Golden Rule: treat others the way you'd like to be treated - Fair and Square. His legacy continues to this day, as J. C. Penney Company, Inc. (NYSE: JCP) boldly transforms the retail experience across 1,100 stores and jcp.com to become America's favorite store. Focused on making the customer experience better every day, jcpenney is dreaming up new ways to make customers love shopping again. On every visit, customers will discover great prices every day in a unique Shops environment that features exceptionally curated merchandise, a dynamic presentation and unmatched customer service. For more information, visit us at jcp.com.

PLANO, TX (April 25, 2013) - jcpenney [NYSE: JCP] will soon be making a bold accessories statement by introducing The Bijoux Bar at JCP, a unique presentation within fine jewelry that features a shining array of fashion jewelry collections from top designers including Kenneth Jay Lane, Kara Ross, Lana Bramlette, Dominique Cohen, Doris Panos, Rodrigo Otazu and Diego Massimo. Taking its inspiration from the French word for jewel, The Bijoux Bar will showcase each designer's collection on sophisticated black fixtures within the fine jewelry department. The Bijoux Bar at JCP will debut in 650 stores on April 28 with representation from each collection already available on jcp.com. Ranging in price from $30 for hexagon disc earrings designed by Lana Bramlette to $395 for a special occasion necklace designed by Kenneth Jay Lane, the average piece in The Bijoux Bar retails for $65.

"The Bijoux Bar at JCP will be unlike anything we've ever offered. For the first time, jcpenney customers will be able to shop an affordable selection of high quality fashion jewelry from designers who are typically found in high-end department stores," said Pam Mortensen, senior vice president and general merchandise manager of fine and fashion jewelry, jcpenney. "At The Bijoux Bar, there will be something for women of every age, for every occasion and for every sense of style."

KJL by Kenneth Jay LaneKnown for elegance and luxury, Kenneth Jay Lane has designed jewels worn by celebrities for over 40 years. In his latest collection, KJL by Kenneth Jay Lane, the designer has created over 80 styles of necklaces, bracelets, earrings and rings featuring plated brass, glass and resin. Created for everyday wear, and available at jcpenney within The Bijoux Bar, the pieces range from $35 to $150. Kenneth Jay Lane will also offer a second collection at jcpenney, CZ by Kenneth Jay Lane. This special occasion line offers over 65 styles of sparkling cubic zirconia jewelry priced from $55 to $395.

"I've always designed with the philosophy that elegance, good taste and luxury never go out of style. I like to create jewelry that can be worn by any woman and through my partnership with jcpenney, I was inspired to create a line that makes extraordinary design attainable for all," said Kenneth Jay Lane, designer.

10021 Kara RossAs a certified gemologist, Kara Ross uses raw precious stones and diamonds throughout her collections, often seen on celebrities. Her newest line, 10021 Kara Ross, uses these gems as inspiration and is created from 18-karat gold-plated brass, glass and resin featuring an ice blue and sea green. Available exclusively at jcpenney within The Bijoux Bar, the collection offers over 40 styles of necklaces, bracelets, cuffs, earrings and rings priced from $45 to $225.

Downtown by LanaCelebrity-favorite Lana Bramlette has designed a city-inspired collection exclusively for The Bijoux Bar within jcpenney. Downtown by Lana features over 60 fashion-forward styles with highly polished plated brass and crystals. Priced from $30 to $75, the collection includes necklaces, earrings and bracelets.

dom by dominique cohenWhile her high-end designs are often seen in TV, film and the red carpet, Dominique Cohen has created an affordable, exclusive line for jcpenney offering chic, feminine and fun lifestyle pieces for women of all ages. dom by dominique cohen features over 60 styles of necklaces, bracelets, earrings and rings created from plated brass, glass pearls, custom dyed hand torn silk ribbons and custom cut gems. The collection is priced from $30 to $95.

Additional Bijoux Bar DesignersThe Bijoux Bar also features additional exclusive designer collections including: Telio! by Doris Panos, fashion jewelry with a Mediterranean twist priced between $45 and $130; Rodrigo-Brave, designed by Rodrigo Otazu and inspired by art, music and different cultures priced between $55 and $395; and Diego Massimo, bold, beautiful Italian jewelry priced between $75 and $195. While most of the lines in The Bijoux Bar will be in 650 jcpenney stores, Rodrigo-Brave will be in 150, 10021 Kara Ross will be in nearly 450 and Diego Massimo will be in more than 250.

About jcpenney:More than a century ago, James Cash Penney founded his company on the principle of the Golden Rule: treat others the way you'd like to be treated - Fair and Square. His legacy continues to this day, as J. C. Penney Company, Inc. (NYSE: JCP) boldly transforms the retail experience across 1,100 stores and jcp.com to become America's favorite store. Focused on making the customer experience better every day, jcpenney is dreaming up new ways to make customers love shopping again. On every visit, customers will discover great prices every day in a unique Shops environment that features exceptionally curated merchandise, a dynamic presentation and unmatched customer service. For more information, visit us at jcp.com.